Editor's note: Darren Schulte, NATSO vice president of membership, frequently visits NATSO members to review their locations and offers impactful merchandising and operations improvements. Contact Schulte at dschulte@natso.com or (915) 526-5820 to learn more about the costs and details of this service.
Stamart #5 in Fargo, North Dakota, knows who its customers are and creates exactly what they want. This is a special location and is like a treasure trove waiting to be explored. They have different and interesting types of merchandise at a good price, and they mix all of that with really good food offerings.
Walking through this location makes me feel like I am browsing a miniature version of Ross or Marshalls. They have found their niche by having a wide array of products in a small space. They have high-end die-cast cars, which cost between $30 and $100 or more, glass tables, giant tigers, beautiful rugs and blankets.
Stamart focuses on what the local customers would want. An example is North Dakota State Merchandise which Stamart has found to be very popular. As such Stamart has done an exceptional job identifying the different types of customers who frequent their location.
This understanding gives the location the opportunity to take advantage of seasonal opportunities that reflect their entire customer base. During cold weather spells they sell products, such as firewood that appeals to locals, ice melt that appeals to locals and interstate travelers, windshield wash fluid that appeals to locals and interstate travelers, and diesel fuel additives that are mostly purchased by drivers on the interstate.
Furthermore, they offer blankets, bet sheets and comforters.
What I find really interesting about this store is it is completely contradictory of many of things I say about SKU management and SKU control, but it works because they know what their customers want. That also makes them a destination. Locals and professional drivers alike know they can go there to find something unique, and many do their Christmas shopping at the location.
The food is also impressive. Marlin’s Family Restaurant attracts sit-down customers. The menu features everything from steak and eggs to ribs to Alaskan Pollock. Those with a sweet tooth can try the fried cheesecake or a fudge nut brownie supreme.
Drivers who are in a hurry can call ahead and Marlin’s will prepare their order to go. Stamart has a beautiful salad bar, grab-and-go chicken and personal-size pizzas made to go, and they make their own turkey and ham wraps and subs.
Sandwiches, yogurt parfaits, hard-boiled eggs, Jell-O-cups and cold sodas are all grouped together so customers can pick up a complete and healthy meal on the run.
Stamart has created its own coffee program and features iced coffees, espressos and lattes in addition to the traditional offerings. The coffee bar pairs well with specialty treats, such as banana bread and large Rice Krispies treats, and a huge variety of baked goods.
If you’re ever in the area, take time to wander through Stamart. It will remind you of an old-fashioned store that has almost everything under the sun.
/// Did you know most weeks you can find me visiting a NATSO member truckstop location, spending three to four days, using my merchandising and operations expertise to help them grow their business? I periodically share about those great retailers I visit here on the blog. Read more Truckstop Travels here.
Photo Credit: Darren Schulte/NATSO
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